Integrated Marketing Communication Influencing Accommodation Booking Behavior via Online Travel Agencies of Thai Tourists in Khaolak, Phang-nga Province

Abstract

This research investigated how integrated marketing communication influenced online travel agencies (OTA) accommodation booking behavior of Thai tourists to Khao Lak, Phang-nga Province. Two hundred research samples, assembled by simple random sampling, completed a questionnaire as the tool for data collection, with results analyzed by percentage, frequency, mean, standard deviation and multiple regression. Findings revealed that 1) Most tourists were females, single, age between 21 and 30 years old; they were educated at bachelor degree level and worked for private companies, with average monthly income between 20,001 and 30,000 baht 2) The majority booked accommodation in Khao Lak, Phang-nga Province once to twice a year. Average advance reservation time was 3-7 days, with average stay 2-3 days 3) From hypothesis testing, it was found that integrated marketing communication in terms of advertising and personal selling influenced the frequency of booking accommodation per year in Khao Lak, Phang-nga Province at a statistical significance level of 0.05. Public relations influenced the average advance reservation period at a statistical significance level of 0.05. Sales promotion influenced the average length of stay at a statistical significance level of 0.05.